Lots of businesses are turning to podcasts with the purpose of adding them to their digital marketing mix — and there is a good reason for this. Podcasts are a booming industry. According to a report from Edison Research, 57 million Americans listen to podcasts at least once a month, and the number of listeners is increasing.

However, the legal industry is different from most others, and what works for businesses that offer their consumers physical products may not work for legal workers. So, should you consider podcasting as a part of your digital marketing plan?

In this article, we’ll answer this question, and if you’re thinking of launching a podcast and building your audience, hopefully, you’ll find this insight helpful and inspiring.

Why Should You Invest In A Legal Podcast?

Let’s be honest: there is a category of people who don’t really like to read. Although videos are an extremely powerful form of content,  for most law firms, it’s not quite possible to constantly create and publish excellent videos. Unlike blogs and video, podcasts sell you time, allowing you to drive, walk the dog, or hit the gym.

On the other hand, podcasting provides an exceptional compromise that supports you to connect with a considerable segment of your audience that simply isn’t willing to go through to your written content, regardless of how captivating you make it or how well you advertise it. This way you appeal to a wider range of people than long-form content, so you can hit both markets.

When compared to shooting a video, podcasting turns to be notably inexpensive and suitable for newcomers. You won’t need thousands of dollars invested in audio gear or expert sound engineering experience to produce a high quality sounding podcast that demonstrates your business’ unique selling points and your original personality.

Additionally, launching your podcast will help you capitalize on the omnipresence of smartphones and your audience’s increasing desire for available content they can consume during other activities. With a blog, you’re only suitable for the audience when they will allow a few minutes to sit down and read, but with an engaging podcast, you can reach them at the gym, in their cars, or even when they’re taking their dog for a walk.

At the same time, podcast listeners are one of the most loyal audiences. The majority will say that they listen to most or all episodes once they subscribe to a podcast, according to a listener survey from a digital media company. You will build rapport and establish a relationship with your listener from the start.

Additionally, the loyalty of podcast audiences implies that podcasts are great means for trust-building. You can build know-like-trust faster before having your first meeting. This has considerable importance for lawyers, who usually are bound to inspire a lot of confidence before future clients sign-on. You can use a podcast as a form of on-boarding for new clients to bring them up to speed on things they should know.

Also, a podcast makes you stand out from your competition, an important benefit in areas where the competition is fierce and lots of firms are sending out similar messaging. Your podcast establishes you as an industry expert.

Finally — and don’t underestimate this advantage — podcasting is enjoyable. There still aren’t many ways to interact with your peers in the legal industry on your existing blog in an open and enjoyable approach. However, podcasting allows you to mobilize some of your favorite legal colleagues and thinkers, have engaging conversations with them, and transform those talks into valuable digital marketing benefits. I can’t think of anything better than this.